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EMBRACA was a Phase III clinical trial enrolling patients to investigate the safety and efficacy of a potential new drug, talazoparib. EMBRACA clinical trial was sponsored by Medivation, Inc., a biopharmaceutical company based in San Francisco, seeking to transform the lives of patients by developing and delivering medically innovative therapies to treat serious diseases for which treatment options are limited, such as advanced breast cancer.

Our team developed and executed a five-month media relations and advertising campaign to raise awareness of the EMBRACA clinical trial among Hispanics. Specifically women between the ages of 26 and 64, Mexican descent, living with advanced and/or metastatic breast cancer who could potentially qualify as a participant in the clinical trial.  Our media relations efforts included drafting media materials and transadpating them into Spanish.  In addition, the agency utilized its relationships to have a Mexican American woman create an op-ed about her mother’s battle with breast cancer and the difficulty of finding treatment that was harsh or unproven.   She focused on her mother’s battle in the 1970s and the strides that have been made thanks to new drugs being tested during trials.


The team’s efforts resulted in 56 earned media placements among Latino and general market media outlets totaling 9,620,450 gross media impressions across Los Angeles, Dallas-Fort Worth, Houston and San Diego. The five-month campaign also generated 18 social media placements (Facebook and Twitter) with a total reach of 139,084, and 2,434 clicks to

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